July 19, 2005 – Cervélo Cycles will be represented in the ad peloton on OLN’s Canadian coverage of the Tour de France, beginning tomorrow, Wednesday, July 20th, 2005. The ads, produced by Maverick Editorial, will run daily for the remainder of OLN’s Tour de France coverage through July 24th.

The campaign, literally put together in a week, is the result of a serendipitous set of events that brought Cervélo to the attention of Omnicom Canada, Executive Vice President, Mike McLaughlin. “Fans of the Tour de France were telling me how well Team CSC (whom Cervélo sponsors) were doing in the Tour. They mentioned that the team rode the Canadian-made Cervélo bikes and the whole idea grew out of that. We are delighted to be working with Cervélo and proud to see a Canadian company doing so well in the Tour de France.”

“Though this is the third year for Cervélo bikes in the Tour, it is our first ever on TV,” said Gerard Vroomen, Cervélo co-founder/owner. “We gave Omnicom footage of Dave Zabriskie from the early stages of this year’s tour, in both a humorous situation, and in action riding the fastest time trial ever recorded at the tour. In those vignettes we saw an interesting story to tell about our bikes and the agency captured the spirit of it – also in record time. We very much appreciate their interest in Cervelo and making this happen.”

Videographer Chris Mullington of TV Factory in Ottawa shot the footage used in the spots. Chris is working on a video for Cervelo and was traveling with Cervélo co-founder/owner Phil White who is in France working with Team CSC on the bikes. Phil has also been carrying on a one-man podcast of behind the scenes colour since the tour began. Visit the Cervélo Media Center www.cervelo.com/podcast.aspxto check out our Podcasts and Cervélo’s TDF Internet coverage.

The ten second spots will air on both the morning and evening OLN Tour de France broadcasts.